Founded by Brandon Fassberg in New York City, GOOD HOUR makes single-serve, cold-activated oat matcha lattes that turn Japanese matcha into a drinkable ritual in ten seconds. Its pouches use 3.5 grams of shade-grown, stone-milled matcha sourced from Nishio, Japan, and are hand-packed from the company’s production kitchen in Queens. The brand is built around a simple tradeoff: a fuller matcha dose without the café line or whisking routine.